1 Sell Products and Services

Occupational Standard: Marketing Services Level III

Unit Title Sell Products and Services
Unit Code BUF MKS3 08 0812
Unit Descriptor This unit describes the performance outcomes, skills and knowledge required to
sell products and services in a marketing environment. It involves the use of sales
techniques and encompasses key selling skills, from approaching the customer to
closing the sale.
1. Develop and apply product knowledge.

Customers need information to help them make a buying decision. The essence of selling is to
communicate this information. Sales staff must gain information about the products they are selling. You
should be able to answer questions that a customer may ask. For example:

What is the product used for?

How does it work?
What are the main ingredients/components?
How much does it cost?
What are its advantages over the products of a competitor?

How can I gain product knowledge?

There are 3 key components to developing product knowledge

1. The information that you need to know about the products you are selling

2. Knowing where to get the information

3. Communicating the information to the customer

The information that you need to know is determined by what you are selling and by your customers. For
example, a car salesperson would need to know a lot more about the product than the checkout operator
in a supermarket.

The most valuable and easiest source of information is from the product itself. By looking, touching,
tasting, smelling, using and reading the label/box you can learn most of the information needed to sell a
product.

Other staff members and customers can also give you a wealth of information about a product. Suppliers
can also be a very valuable source of information.

Do not forget about the information that can be gained from trade shows, media advertisements, family
and friends, government departments and magazines like Choice.

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Product knowledge may include:

Features and Benefits Stock Availability

Handling And Storage Requirements Use-By Dates
Price Warranties
Safety Features

Relevant sources of information may include:

Internet Store Or Supplier Product Manuals

Labels Store Tours
Product Profiles Videos
Staff Members

2. Approach the Customer

One of the most crucial steps in the selling process is the initial contact with the customer. You must
create a positive first impression. To do this you must communicate the impression of being alert,
friendly, helpful, interested and responsive. Remember you only have one chance.

There are 3 approaches that can be used:

1. The “greeting approach”

2. The “merchandise approach”
3. The “service approach”

The greeting approach is used when a customer appears to be browsing and has not shown any
particular interest in any merchandise. The conversation should be opened in a friendly manner. This
should open the conversation and allow the customer to indicate their needs.

The merchandise approach immediately focuses attention on a product. It is used when a customer
shows interest in a particular item or range by looking, touching or reading information/packaging. Your
opening remarks should reflect the customer’s interest, then you can develop a better understanding of
their needs.

The service approach is effective for customers who know what they want or are in a hurry. Customers
have been almost conditioned to say “just looking” when asked “can I help you” Use openings that avoid
a “no’ response such as ”How might I help you today?’ This approach is limited and should only be used
when the customer has goods in their hands.

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Customers may include:

customers with routine or special requests

internal and external contacts
new or repeat contacts
people from a range of social, cultural and ethnic backgrounds
people with varying physical and mental abilities
3. Gather Information

Gathering information requires the effective use of questions in a non-threatening and conversational
way. Determining a customer’s needs is vital to successful selling.

Questioning

There are three main types of questions that are used to determine a customer’s needs: open-ended,
closed and reflective.

1. Open-ended questions– should be used when first serving the customer to gather the required
information. The amount of information gained will vary with the customer and the environment
you have created as well as the questions asked. This type of question generally starts with one of
the key words: which, what, where, when, who, why or how.

Some examples include:

“What do you think of this season’s color range?”

“Who were you buying the present for?”
“How do you think you will use the product?”
“Which style or color works best with your décor?”
2. Closed questions– are used to get specific information and usually receive yes/no or single word
answer. This information should supplement the information gained from open-ended questions.

Some examples include:

“Is it for a gift?”

“Have you ever used this brand before?”
“What size were you looking for?”

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3. Reflective questions– are used to show you have been listening, and to clarify what you have
heard. They are formulated by turning a statement the customer has made into a question.

Examples include:

“You mentioned a problem with your wrist. Would a light weight model be better for you?”
“You gave the impression earlier that this occasion will be very special. Would you like to start
with our more exclusive products?”
“You mentioned that you will be travelling a lot. Would you like to see our heavy duty range of
suitcase?”
4. Sell Benefits

Once you have gathered information and determined the customer’s needs you must then work to sell the
benefits of the product that best suits those needs.

Communicating the information requires you to understand the features and benefits of the product.
Product information can be broken down into 2 areas – its features and its benefits to the customer.
Remember, “Features tell, benefits sell”.

Features are tangible, measurable characteristics of a product (see, smell, touch, hear or taste them).
Features also include brand, price, and materials.

Benefits answer the customer’s questions about what it can do for them – they can be rational or
emotional. (Rational benefits come from the head. emotional benefits come from the heart)

Features are often easier to determine as they appear on the packaging or product information but the
salesperson must generally come up with the benefits.

Many buying decisions are made on emotional rather than rational benefits.

Some of the features and benefits of a cap might be:

Feature Rational Benefit Emotional Benefit

Brand Good quality Seen as trendy
Large peak Keep the sun off face Fashionable
Black Easy to keep clean Will not stand out in the crowd

5. Overcome Objections
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A customer will sometimes raise objections or question the suitability of the item, its price, style, color
etc. You must address these objections if you are going to close the sale.

There are three main types of objections:

Merchandise objections relate to suitability of the product eg. “will it match my décor?”, “The
instructions are complicated. Will I remember how to use it?
These objections are overcome by restating the benefits and features of the merchandise. Color
charts, brochures and instructions could also be shown/ used.
Time objections show concern about buying the goods now. “I’m not sure I need it right now”. A
good sales assistant would mention lost opportunities eg sale ends soon, stock selling quickly. A
lay-by system is a good way to overcome such objections. Offering to hold the product for a brief
time while they speak to others is also a positive technique.
Price objections are about value for money, or even getting the product cheaper elsewhere.
Statements like “better quality does cost more but saves money in the long run” are a good
technique or that “we monitor competitors’ prices regularly and the price being offered will not be
beaten”.

Most customers only require reinforcement of the features and benefits to ensure their needs are being
met. Often a little reassurance is generally all it takes and that is what good sales people offer. Always
stay positive and helpful.

6. Close the Sale

Buying Signals

A buying signal is something the customer says or does that would indicate they are ready to buy. The
signals are generally divided into 3 groups.

1. Questions posed by the customer – eg Can I have it delivered? Can I pay by credit card?

2. The customer’s actions – eg reaching for their wallet, carrying items to the register

3. The customer’s reactions to something said or demonstrated – they can be verbal or

nonverbal. Eg a smile, “I never thought I’d find it”, touching something a lot.

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Closing the sale

Often salespeople who are otherwise very good freeze when it comes to closing the sale. There are 6
techniques that can be used to close a sale.

1. Direct Order – this involves using a closed question. Eg "you are taking the green and black pair
then?"
2. Active- involves the customer doing something to help them decide to buy. Eg. Handling the
goods, taking the goods to the counter, completing paperwork.
3. Steps- letting the customer decide one step at a time eg "if you are happy with both products you
could take one now and we can hold the other for later"
4. Alternative- offering a choice. eg "will that be cash or credit card?"
5. Difficulty- used when deadlines apply. Eg "we only have one left in stock, the sale ends
tomorrow."
6. Assumptive – you assume the customer is making the purchase eg "when would you like it
delivered, Can I take it to the service desk for you?"

Using positive techniques saves both you and the customer time. It also means the customer gets what
they really need and does not put off the purchase.

7. Maximize Sales Opportunities

Selling Up

Selling up involves using your selling skills and product knowledge to sell a more expensive product or
brand. A professional sales person would not force or trick the customer into buying the more expensive
product. The customer should be able to see the benefits of paying the extra money. This might focus on
the customer’s need and the quality of the product. The main ways to justify a higher price include:

Extra benefits not available with a cheaper line.

The quality of the product is better than the cheaper line.
Performance is better giving a better end result.

Selling Add-ons

Selling add-ons can take 2 main forms: selling lines related to a purchase and selling unrelated lines.

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Selling add-ons involves thinking on your feet. Sometimes it can be easy, for example, offering batteries
with a torch. It can sometimes involve offering unrelated lines, for example, promoting a new release or a
sale item.

Related lines are accessories for or complementary to another product the customer is purchasing. It is
important that the customer has everything they need to achieve their end result. It may involve selling a
paint brush or drop sheets with paint or shoe polish with a pair of shoes.

There is a secret to selling add-ons:

 Be specific. Don’t just ask “will there be anything else?”

 keep it simple
 sell the benefit and the meaning

Inform the customer of what else is available. For example, “do you need some rice with the stir fry
sauce? We have a good range in aisle 7.” Your approach should be conversational and not leave the
customer feeling pressured.

Selling unrelated lines is no more difficult. Advising the customer of the specials or the latest products
is important. Remember it’s the benefits of the products that sell them. Whether it be saving money while
on promotion, complementing a meal or making the purchase complete, always sell benefits don’t just
tell them about the product. Provide a reason to buy it.

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